Lennard Taylor | Brand Story
In meeting to discuss this film, we found there were so many similarities between ourselves and Lennard’s story. Our challenge was to tell the Lennard Taylor brand story, creating awareness in a timeless film inspired by everything Lennard shared with us. We noticed a subtle european flavour in his garments which we matched with vintage lenses. For a few shots, we opened up the lens to let additional light in around the edges, which is the style and feel I had seen in ads in Germany. This gave us a unique manual shift in focus, filming with an uneasy but visually stunning hand-held style. We wanted to bring as much detail in this film as he put in his work. One thing we noticed – he always writes on every pattern he creates, which we later showed how that related to customers buying his product – seeing Lennard signing a happy customer’s product case.
We’re all creative and with that, we speak the same language, this is why we were so excited to work together on this. The discovery process of how a completely different industry paralleled how we came to do what we do was fascinating. It wasn’t long before the whole concept for the story was planned out.
It’s encouraging to hear how someone so talented in the fashion industry started out by just trying. With no formal training, simply being lead by curiosity and a love for fashion, he journeyed to where he is today. It hSheps has always had a healthy array of print and interactive ads under the direction of Honest Agency. They are well known for their retro pin-up inspired billboards and bus ads with double entendres. We worked along with Callum and Kerri of Honest Agency to produce a commercial, airing on CBC’s Hockey Night in Canada, that would speak one on one with an audience they were after. We worked with an actual former Sheps client and throughout the shoot we invited him to share his story and his thoughts on the services they provide. Although he may look like a hired professional, it’s genuine and sincere. It was a pleasure, as always, working with Honest and we’re excited to hear the response this ad gets.
Director: Stephen Gray
Editors: Mark Hiebert & Stephen Gray
Motion Designer, Colorist: Stephen Gray